New Amsterdam vodka

New Amsterdam’s gin made quite a splash when introduced six years ago. Now the California distillery hopes to capture the more lucrative vodka market with a spirit turned to the casual, 20-something crowd.

Their gin cranked down the potent juniper flavor that frightens novices. New Amsterdam’s vodka runs through the coils five times and charcoal filtering twice, creating a clean, clear spirit offering little nuance—just the sort of thing favored by mixed drink fans.

The more a vodka is distilled and filtered, the more character evaporates into thin air. But modern, high end labels thrive on sm...